Playkot

The objective

Engaging higher-paying users to drive ROAS

Age of Magic, a captivating turn-based RPG mobile game set in the remnants of an ancient magical world, was brought to life by Playkot, a renowned mobile game developer.

With Age of Magic, Playkot follows an in-app purchases monetization model, allowing players to enhance their gaming experience by purchasing gaming attributes to upgrade their characters and progress in the game. Playkot's primary objective is to attract a maximum number of engaged players. Recognizing the potential of the vibrant gaming community on TikTok, they turned to the platform to promote their title.

On TikTok, their goal was to attract the maximum possible amount of the highest-paying users at the lowest cost and thus generate a higher return on ad spend.

The solution

Strategically combining full-funnel solutions for higher ROAS and creative success

Playkot kickstarted their TikTok promotion with dedicated iOS 14 campaigns, aiming for higher ROAS. They took a gradual approach, optimizing the campaign from upper-funnel to lower-funnel events. Initially, the focus was on optimizing for Mobile App Installs, allowing the algorithm to gather sufficient data. iOS 14.5's SKAdNetwork (SKAN) presented challenges in tracking app installations due to privacy measures. So, TikTok swiftly adapted and provided support by introducing a new campaign structure and implementing efficient postback management.

To maximize their output, Playkot introduced app event optimization (AEO) campaigns in conjunction with the App Profile Page. The combination of AEO campaigns and the App Profile Page proved to be a powerful strategy, enabling Playkot to leverage high-intent actions from the App Profile Page signals. Cleverly utilizing these signals, the algorithm optimized the campaigns, resulting in more efficient performance for the iOS 14+ Dedicated AEO campaigns.

Further on, in search of high-value players, Playkot launched Value-Based Optimization (VBO) to complement their already successful AEO strategy. While AEO attracted a larger number of paying users, VBO played an important role in selecting the players that represented the highest value, thus increasing the efficiency and profitability of the campaigns.

As the campaign progressed, Playkot sought an inventive solution for ad creatives that would allow them to eliminate any potential risks of creative fatigue and continue to convert users.

To add to the success of Age of Magic, Playkot opted for TikTok Creative Challenge (TTCC), an official creator monetization program. This ad solution enables advertisers to get authentic high-performance TikTok ad content at scale that has high potential to resonate with the audience.

The results

Yielding 5x scale, higher engagement, and achieving target ROAS

Through this approach, Playkot effectively targeted users at different stages of the funnel, driving engagement and conversions, and ultimately achieving their desired ROAS.

The conversion rate from installs to purchases, commonly referred to as the paying conversion rate, saw significant growth of 79% compared to the results observed during the initial month of the campaign. This substantial increase demonstrates the significant impact of the campaign's effectiveness in driving the ROAS.

By leveraging the chosen strategy and TikTok iOS 14+ suit of solutions, Playkot was able to achieve 5x scale within 5 weeks and attract a large audience of engaged players. Moreover, despite the increase in scale, Playkot observed a 16% decrease in cost per unique SKAN purchase.

Implementing TTCC as a source of authentic creatives has not only proven to be efficient but has also resulted in a significant increase in engagement, as the click-through rate grew remarkably by 37%.